How adding a donors first name to the instant donation page can increase conversion rate
Experiment ID: #46813
Hoover Institution
Experiment Summary
Timeframe: 01/28/2021 - 05/01/2021
In this experiment, we added a donor’s first name to the instant donation page once they downloaded the eBook it said “Thank you, First name” while the control just said, “Thank you, friend”. This experiment was run specifically on Facebook and we had a 50/50 split on who saw the control vs the treatment.
The main metric we were looking to track on this experiment was the donor conversion rate. Previously with Hoover we ran this experiment and saw a lift but we didn’t launch it across the board so we wanted to test it again as they had also recently changed their donation platform.
Research Question
We believe that by adding the first name for those that visit the page will achieve an increase in both donations and revenue.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 62773
[id] => 62773
[title] => Control.png
[filename] => Control-342.png
[filesize] => 754528
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342.png
[link] => https://www.nextafter.com/experiments/how-adding-a-donors-first-name-to-the-instant-donation-page-can-increase-conversion-rate/attachment/control-png-8156/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8156
[status] => inherit
[uploaded_to] => 18845
[date] => 2024-08-08 18:50:29
[modified] => 2024-08-08 18:50:29
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2628
[height] => 4698
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-168x300.png
[medium-width] => 168
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-768x1373.png
[medium_large-width] => 640
[medium_large-height] => 1144
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-573x1024.png
[large-width] => 573
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-859x1536.png
[1536x1536-width] => 859
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-1146x2048.png
[2048x2048-width] => 1146
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-28x50.png
[admin-width] => 28
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342.png
[full-width] => 2628
[full-height] => 4698
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-372x665.png
[thumb_372-width] => 372
[thumb_372-height] => 665
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-350x625.png
[single_post_thumbnail-width] => 350
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-18x32.png
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-27x48.png
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-36x64.png
[thumb_64_64-width] => 36
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-72x128.png
[thumb_128_128-width] => 72
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-37x67.png
[thumb_122_67-width] => 37
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-86x153.png
[thumb_153_153-width] => 86
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-91x163.png
[thumb_130_163-width] => 91
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-99x177.png
[thumb_232_177-width] => 99
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-364x650.png
[thumb_272_325-width] => 364
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-194x346.png
[thumb_271_346-width] => 194
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-152x271.png
[thumb_271_271-width] => 152
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-96x172.png
[thumb_272_172-width] => 96
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-258x461.png
[thumb_372_461-width] => 258
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-280x500.png
[thumb_372_500-width] => 280
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-151x270.png
[thumb_385_270-width] => 151
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-135x241.png
[thumb_416_241-width] => 135
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-229x410.png
[thumb_448_410-width] => 229
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-459x820.png
[thumb_448_410_retina-width] => 459
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-214x382.png
[thumb_574_382-width] => 214
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-221x395.png
[thumb_776_395-width] => 221
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 62777
[id] => 62777
[title] => First_Name.png
[filename] => First_Name-2.png
[filesize] => 759954
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2.png
[link] => https://www.nextafter.com/experiments/how-adding-a-donors-first-name-to-the-instant-donation-page-can-increase-conversion-rate/attachment/first_name-png-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => first_name-png-15
[status] => inherit
[uploaded_to] => 18845
[date] => 2024-08-08 18:50:48
[modified] => 2024-08-08 18:50:48
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2628
[height] => 4824
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-163x300.png
[medium-width] => 163
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-768x1410.png
[medium_large-width] => 640
[medium_large-height] => 1175
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-558x1024.png
[large-width] => 558
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-837x1536.png
[1536x1536-width] => 837
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-1116x2048.png
[2048x2048-width] => 1116
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-27x50.png
[admin-width] => 27
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2.png
[full-width] => 2628
[full-height] => 4824
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-372x683.png
[thumb_372-width] => 372
[thumb_372-height] => 683
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-340x625.png
[single_post_thumbnail-width] => 340
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-26x48.png
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-35x64.png
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-70x128.png
[thumb_128_128-width] => 70
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-37x67.png
[thumb_122_67-width] => 37
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-83x153.png
[thumb_153_153-width] => 83
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-89x163.png
[thumb_130_163-width] => 89
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-96x177.png
[thumb_232_177-width] => 96
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-354x650.png
[thumb_272_325-width] => 354
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-188x346.png
[thumb_271_346-width] => 188
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-148x271.png
[thumb_271_271-width] => 148
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-94x172.png
[thumb_272_172-width] => 94
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-251x461.png
[thumb_372_461-width] => 251
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-272x500.png
[thumb_372_500-width] => 272
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-147x270.png
[thumb_385_270-width] => 147
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-131x241.png
[thumb_416_241-width] => 131
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-223x410.png
[thumb_448_410-width] => 223
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-447x820.png
[thumb_448_410_retina-width] => 447
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-208x382.png
[thumb_574_382-width] => 208
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-215x395.png
[thumb_776_395-width] => 215
[thumb_776_395-height] => 395
) ) )
T1: First Name
Array
(
[0] => Array
(
[ID] => 62773
[id] => 62773
[title] => Control.png
[filename] => Control-342.png
[filesize] => 754528
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342.png
[link] => https://www.nextafter.com/experiments/how-adding-a-donors-first-name-to-the-instant-donation-page-can-increase-conversion-rate/attachment/control-png-8156/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8156
[status] => inherit
[uploaded_to] => 18845
[date] => 2024-08-08 18:50:29
[modified] => 2024-08-08 18:50:29
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2628
[height] => 4698
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-168x300.png
[medium-width] => 168
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-768x1373.png
[medium_large-width] => 640
[medium_large-height] => 1144
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-573x1024.png
[large-width] => 573
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-859x1536.png
[1536x1536-width] => 859
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-1146x2048.png
[2048x2048-width] => 1146
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-28x50.png
[admin-width] => 28
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342.png
[full-width] => 2628
[full-height] => 4698
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-372x665.png
[thumb_372-width] => 372
[thumb_372-height] => 665
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-350x625.png
[single_post_thumbnail-width] => 350
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-18x32.png
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-27x48.png
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-36x64.png
[thumb_64_64-width] => 36
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-72x128.png
[thumb_128_128-width] => 72
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-37x67.png
[thumb_122_67-width] => 37
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-86x153.png
[thumb_153_153-width] => 86
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-91x163.png
[thumb_130_163-width] => 91
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-99x177.png
[thumb_232_177-width] => 99
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-364x650.png
[thumb_272_325-width] => 364
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-194x346.png
[thumb_271_346-width] => 194
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-152x271.png
[thumb_271_271-width] => 152
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-96x172.png
[thumb_272_172-width] => 96
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-258x461.png
[thumb_372_461-width] => 258
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-280x500.png
[thumb_372_500-width] => 280
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-151x270.png
[thumb_385_270-width] => 151
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-135x241.png
[thumb_416_241-width] => 135
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-229x410.png
[thumb_448_410-width] => 229
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-459x820.png
[thumb_448_410_retina-width] => 459
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-214x382.png
[thumb_574_382-width] => 214
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-342-221x395.png
[thumb_776_395-width] => 221
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 62777
[id] => 62777
[title] => First_Name.png
[filename] => First_Name-2.png
[filesize] => 759954
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2.png
[link] => https://www.nextafter.com/experiments/how-adding-a-donors-first-name-to-the-instant-donation-page-can-increase-conversion-rate/attachment/first_name-png-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => first_name-png-15
[status] => inherit
[uploaded_to] => 18845
[date] => 2024-08-08 18:50:48
[modified] => 2024-08-08 18:50:48
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2628
[height] => 4824
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-163x300.png
[medium-width] => 163
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-768x1410.png
[medium_large-width] => 640
[medium_large-height] => 1175
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-558x1024.png
[large-width] => 558
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-837x1536.png
[1536x1536-width] => 837
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-1116x2048.png
[2048x2048-width] => 1116
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-27x50.png
[admin-width] => 27
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2.png
[full-width] => 2628
[full-height] => 4824
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-372x683.png
[thumb_372-width] => 372
[thumb_372-height] => 683
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-340x625.png
[single_post_thumbnail-width] => 340
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-26x48.png
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-35x64.png
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-70x128.png
[thumb_128_128-width] => 70
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-37x67.png
[thumb_122_67-width] => 37
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-83x153.png
[thumb_153_153-width] => 83
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-89x163.png
[thumb_130_163-width] => 89
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-96x177.png
[thumb_232_177-width] => 96
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-354x650.png
[thumb_272_325-width] => 354
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-188x346.png
[thumb_271_346-width] => 188
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-148x271.png
[thumb_271_271-width] => 148
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-94x172.png
[thumb_272_172-width] => 94
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-251x461.png
[thumb_372_461-width] => 251
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-272x500.png
[thumb_372_500-width] => 272
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-147x270.png
[thumb_385_270-width] => 147
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-131x241.png
[thumb_416_241-width] => 131
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-223x410.png
[thumb_448_410-width] => 223
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-447x820.png
[thumb_448_410_retina-width] => 447
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-208x382.png
[thumb_574_382-width] => 208
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-2-215x395.png
[thumb_776_395-width] => 215
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 8.4% | $0.00 | ||
| T1: | First Name | 9.4% | 12.2% | 67.7% | $0.00 |
This experiment has a required sample size of 5,932 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
We had to stop this experiment early so it did not receive the necessary traffic it needed to validate (67%LoC) but with it seeing a 12% increase in conversion rate and a 43% increase in revenue (99% LoC) we will continue to test this across multiple Hoover offers.
People enjoy seeing their name and it adds that personal aspect and helps reinforce that they completed the signup.
Notable changes to other metrics due to the experiment:
- Revenue experienced a 43.8% increase with a 99% level of confidence.
Observations of the impact on other visitor segments in the experiment:
- Organic Search visitors had an 8.3% increase in donations with an 86% level of confidence.
- Paid Search visitors had a 14.3% increase in donations with an 87% level of confidence.
- 55-64 visitors had a 322.3% increase in donations with a 99% level of confidence.